IMPORTANCE OF SOCIAL NETWORKS IN THE ORGANISATION CASE OF INDIA

1. Indian internet users have already crossed Cable and Satellite TV households. Social media users will cross soon too. Not only are users increasing, the average time spent on the net (esp on SCM sites like Facebook, Twitter, Youtube and LinkedIn) is also on the rise. Social is the fastest growing digital medium and it makes complete sense to catch the prospective customers where they are.
2. The costs involved are miniscule as compared to traditional media. (Sometimes free!).  You don’t need large budgets – what is more important is your content. Are you worth a retweet/ share/ going viral? Are you engaging enough?
3. You are not dependent on an external medium – you are your own publisher.  You thus have greater control over the content and timing.
4. It is multidimensional. You can use the tools of social media in various tools of Marketing viz. Research, CRM, Brand building, PR, Sales, Investor Relations, Analysis, Direct Marketing, Tracking, Promotions and the works.
5. There is greater scope for integration.  Social Media is not a standalone tool. One of the primary advantages of using social media marketing is that you obtain numerous links to your website and blog from multiple sources.  Also, if integrated intelligently with mainstream marketing tools, it will help manifold to enhance your brand.
6. It is fast. Gone are the days when you prepared months in advance to release an advertisement. Ads are now created within hours, sometimes minutes as well. Case in point- the Oreo ad during Super Bowl blackout.
7. Many of us rely on reviews on social media sites before we buy a product or service. It is the fastest growing and one of the most reliable word of mouth medium.  If you are listening to the consumers, it can also serve as a great research tool to find out what your customers like about you and what are the grey areas.
8. India is a young nation. More than half of its 1.2 billion people is aged below 25, and two-thirds below 35. 85% of young India is hooked on to some or more social networking sites. Do the math and you know why it is important to be active on Social Media.
9. It’s a great tool for cultivating a community and drive engagement.
10. The opportunity to manage your reputation is immense. You can respond to complaints in a timely manner, encourage people to talk about their good experiences with your company and keep an eye on what is being said about you in general.

Though the merits are many, all is not shiny as far as social media is concerned. There are challenges as well. If not managed well, reputation built over the years can shatter in days.

 BY MUSA LILIAN BAPRM 42631